Gamification in Macro-Social Marketing Narratives

Afshin Tanouri, Ann Marie Kennedy

Research output: Contribution to journalConference articlepeer-review


Using social marketing techniques, macro-social marketing seeks to bring about systematic society-wide changes (Kennedy, 2016). Therefore, macrosocial marketing goes beyond focusing on solving problems at individual level and deals with complex wicked problems that require systems-wide interventions to solve (Kennedy & Parsons, 2015). Wicked problems are those social problems that are not clearly defined and it is hard to uncover a solution for them since they are unstructured, multi-causal, not stable over time and sometimes bring unexpected consequences (Kennedy et al., 2017); and include obesity, environmental degradation, drug abuse, alcohol consumption and so forth...
Original languageEnglish
Pages (from-to)353-362
Number of pages10
JournalProceedings of the annual Macromarketing Conference
Publication statusPublished - 2021
Externally publishedYes
Event46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global -
Duration: 12 Jul 202117 Jul 2021
Conference number: 46


  • Social marketing
  • Macro-social marketing


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